One third of consumers check their email two to five times a day

One third of consumers check their email two to five times a day

Nearly one-third (31%) of consumers check their email two to five times a day, and 77% check it at least once.

This is one of the key findings from the Global Message Engagement Report 2022 by the Twilio SendGrid customer communication platform

Consumer communication preferences are constantly changing as their relationship with technology evolves. While tried-and-true channels like email have remained a reliable way to get ahead of customers and potential customers, newer channels – such as social media and webchat – are increasingly captivating recipients with convenience. Brands need to pay attention to these ever-changing customer preferences to get to know customers where they are and gain their loyalty for life, according to Twilio SendGrid.

Worldwide, email is still a favorite way for consumers to communicate with the brands they love. In fact, 18% of all global respondents cited it as one of the three best channels they communicate with most often. This should come as no surprise as checking email inboxes is a deeply ingrained daily habit for most consumers.

In the UK, SMS skepticism remains. Although UK recipients find email less invasive than text messaging, they unanimously requested more customized, shorter emails to boost engagement and value and help manage their inbox. Here’s a closer look at how consumers in the UK approach branded communications and how your brand can meet those preferences.

  1. Recipients are still skeptical about SMS

Like other global recipients, consumers in the UK find branded text messages intrusive on a channel they would rather book for personal use. Many actively avoid giving out their phone numbers and prefer to receive alerts / communications from companies only by email to avoid bombardment or spam.

In a 2020 report, 29% of recipients in the UK said they rarely or never communicate with text messages, up from 35% in this year’s survey. Today, only 17% say that they often or very often communicate with branded texts.

The only expectations of this preference are that SMS / MMS messages contain timely, important information, such as:

Confirmation of an appointment or reservation
Notice of dispatch or delivery of the purchase
Security code or password reminder

However, the use of SMS as a form of marketing or promotional tool is prohibited for most respondents in the UK.

  1. Brands open up more with offers and promotions

Recipients in the UK receive a large number of emails every day, so they want to make sure that the messages that arrive in their inbox are worth their time and attention. An impressive 74% of respondents said the offer or promotion strongly or to some extent influenced their persuasion to open an email. Although 79% say it would have the same impact on their decision to click on the link.

What makes an offer compelling enough to persuade consumers to open or click on an email? It boasts significant reductions of more than 25%. Even then, pushing the same messages too often undermines any sense of exclusivity or thinking you need to have. Time-limited discounts must be real, UK consumers said, and should not continue or reappear a few days later or next week.

  1. Consumers are annoyed by frequent, repetitive or long emails

Consumers in the UK are quick to reject emails with high frequency, recurrence or longevity, as well as those with an old-fashioned look or a random combination of themes. Consumers from the United Kingdom say that they do not like to feel pressured, bored or confused and cannot try to take the time to read these messages, so they delete them or try to unsubscribe. They are especially upset when brands send subsequent SMS / MMS messages containing the same information.

In addition, excessive personalization can also spoil recipients. Consumers in the UK said they were embarrassed when non-affiliated companies used their names, implied knowing what they liked / disliked or even sent them location-related updates. For example, “The event takes place just 2 miles from your home.” For the most part, I also don’t like the idea of ​​companies being careful about what emails they send and not opening or referring too much to their shopping behavior. For example, “You haven’t bought anything since date X.” So be careful with your personalization tactics, especially with subscribers who are new to your brand.

  1. Excessive business sending is a big no-no

The frequency of emails seems to have escalated during the pandemic – only increased by the increase in online shopping and the prevalence of data sharing by companies. The younger generations, in particular, have a greater tolerance for promotional emails because they rely on sales to make purchases on a limited budget, and one of the well-known brands a day is fine. For the older generations, however, the ideal frequency varies from one or two a week to once every few months, especially for large ticket items or infrequent purchases (such as main appliances, furniture, seasonal / holiday items).

Bombarding email recipients in the UK is a sure way to annoy them. In fact, 64% of all respondents in the UK admitted that they would unsubscribe if the company sent them an email every day. But older generations were far less likely to unsubscribe no matter how many emails they received. An interesting 20% ​​of Generation X and 22% of Baby Boomers said that a certain number of emails a week would not make them give up receiving messages about the brand.

However, keep in mind how often you reach your audience. Sending too many emails can cause them to ignore your messages, mark them as spam, or unsubscribe. If you are determined to maintain a high volume of emails, opt for shorter emails compared to longer ones, but only if you offer new or interesting information. As you move away from promotional offers, promotional offers become more and more anticipated and exclusive.

  1. Simple surveys can help you fine-tune your email program

When asked if UK recipients would be willing to share more personal information with brands if it meant more personalized emails, 26% said yes, 28% said no and 46% said they were unsure. But when we followed our interviews, most said they would be happy to fill out a simple survey for their favorite companies to help them better tailor email, especially if it comes with incentives.

What should these surveys contain? Users in the UK believe that surveys should be limited to five relevant questions and take a maximum of five minutes to complete. They also said they would be open to sharing limited information about their personal preferences, hobbies and socio-demographic data if anything was optional. In addition, many wanted the option to update their preferred settings whenever they wanted, without being asked too often.

Are you interested in the world’s leading brands personally discussing such topics? Learn more about World Digital Marketing Forum (#DMWF) Europe, London, North America and Singapore.

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